July 10, 2014 § Leave a comment
Back-to-school is in full swing now. The traditional back-to-school season has changed and marketers need to make note. The reason for many of these changes are year-round school schedules, just-in-time shopping, online shopping habits and budgets. The back-to-school season has become more of a pinnacle of an ongoing activity than a confined season.
How big is back-to-school? The average family will spend $670 on shopping this year, up 5% from 2013 according to the National Retail Federation. However, 21% of families with children in elementary, middle school or high school reported in a NRF survey they will spend less this year.
Did you know? Combined school and college spending was estimated at $72.5 billion, making it the second-biggest season for retailers. Winter holiday ranks first at $84 billion and Mother’s Day comes in at third at $21 billion.
Here are five things to know about this year.
1. Back-to-school shopping starts in July. Americans began their search as early as June last year. Google conducted a study during the 2013 season and found that 23% of respondents began back-to-school research before July 4, with nearly two-thirds (65%) starting by the end of July. In contrast, only 35% said they made a purchase by the end of July.
The spending is spread out over several months, with traditional spending in August and September. The early shoppers take advantage fresh merchandise, early bird sales and comparison shopping, while the later shoppers are necessity shopping and maybe taking advantage of end-of-season sales.
One difference in the early and traditional shopper may be their form of shopping. The early shoppers are using their desktop and tablets to shop, while the more traditional are using mobile devices and shopping in-store.
During back-to-school 2013, competitive pricing was the top use of mobile, with 66 percent of shoppers planning to use their smartphones to obtain price information and 60 percent to obtain discounts, coupons, or sale information–up 15 percentage points from 2012. There is a whopping 78% of smartphone owners using their mobile devices for shopping.
2. Just in time shopping. The mall has been replaced by online and teens are constantly shopping for new ideas. The world of disposable fashion has lead teens to take advantage of affordable retailers and wait to see what their friends are wearing. Digital-native students are shopping constantly throughout the year, even if they’re not buying.
Just-in-time shopping also shows that as many as 50% parents only buy what is essential for back to school and then buy additional needs during the holiday season, when they expect the best deals. It is a way of spreading out the shopping expense to make it more manageable for their budget. And parents are saving money by buying store-brand items, shopping sales and using coupons.
3. Online is #3 destination. eMarketer forecasts that digital sales for the back-to-school season will increase 16.0% in 2014. One-third of all back-to-school shoppers will make an online purchase, and 45% of back-to-college shoppers will head online. According to Deloitte, among top back-to-school shopping destinations in 2013, 36 percent of consumers shopped online, moving online shopping to the third destination behind discount and office supply/technology stores, a significant jump from the No. 8 position in 2012.
4. College Online Spending Big. More than $3 of every $5 aimed at back-to-school clothes and supplies is spent on college-bound students. A PM Digital report shows online shoppers stealing 37% of this market as the online college segment spends over $1,100 per family. In fact, shopping expenditures are higher online – with 37.3% K-12 and 37.1% college students buying through e-commerce.
5. Smartphone Tool for Shopping. During back-to-school 2013, competitive pricing was the top use of mobile, with 66 percent of shoppers planning to use their smartphones to obtain price information and 60 percent to obtain discounts, coupons, or sale information–up 15 percentage points from 2012. There is a whopping 78% of smartphone owners using their mobile devices for shopping.
What should marketers do this season?
1. Make sure your campaigns are live now and active through September. To stand out, thing about using video and consumer stories to help tell the story. Search should be already in place.
2. Make sure content is available on tablet and mobile. Don’t forget social. Hashtags like #stapleshasit and L.L.Bean’s #packmentality, which leapt from social media into display, email and print last season, will proliferate in 2014.
3. Solicit stories from your customers to drive positive reviews.
4. Time your sales (early-bird and end of season) to match buying periods.
5. Differentiate between back-to-school and back-to-college.
November 28, 2012 § Leave a comment
Half of us have a smartphone in our pocket or purse at all times. Some 85% of US adults own a cell phone and a fast growing number of those cellphones (53%) are smartphones. So it is no surprise that one in three of all cell phone users have used their phone to look up healthcare information, up from 17% in 2010.
According to the Pew Internet/CHCF Health Survey released this month, smartphone users lead the way in this activity. One-half of smartphone owners have used their devices to get health information and one-fifth have health apps.
What does this mean for healthcare marketers? There needs to be easily accessible information available for mobile users. Websites are being built in responsive design to meet this growing need. Marketers should begin to offer important information and interactions with patients and caregivers through mobile apps.
Another indicator of healthcare usage is a change or crisis in health conditions. Caregivers who have recently had a medical crisis, or individuals who have had a significant change in their physical health are more likely to use their phones to look for health information. Some of these conditions include gaining/losing a lot of weight, becoming pregnant or quitting smoking.
Health Apps are popular with smartphone users. About one in five have at least one type of health app. Women smartphone users (23%) tend to use health apps more than men (16%). The most popular apps are exercise, diet and weight apps.
Some 38% of health app users track their exercise, 31% monitor their diet, and 12% use an app to manage their weight. Other health apps track menstrual cycles, blood pressure, pregnancy, blood sugar or diabetes, and medication.
Some demographic groups are more likely to look for health information -Latinos, African Americans, those between the ages of 18 and 49, and college graduates.
July 28, 2011 § 2 Comments
Just read an interesting study from media research firm Affinity that suggests that each generation has its favorite gadget. Their findings suggest that e-readers are for baby boomers, PC tablets for Gen Xers and smartphones for millennials.
Baby Boomer: Surveying more than 60,000 consumers, Affinity found that 12 percent of U. S. adults own an e-reader, with owners of the readers skewing female and baby boomer. The e-reader is mostly an at-home device.
Gen X: The Gen-Xers are 16% more likely to have a tablet and almost a fourth of them plan to purchase one. This compares with the current 8% of consumers that currently own a tablet. With tablets, men are more likely to be owner than women. Affluent Gen-Xers are 63% more likely to buy a table than their peers.
Millennials: Smartphones are the device of choice for millennials who are 28% more likely to own a smartphone than average. After all, these millennials do not have a land line and depend on their smartphone for almost everything.
But there is another category that this study overlooked: it’s the crazed Apple lover Mom of all generations that has an iPhone, a MacBook, and iPad – and wonders why anyone would ever want a Kindle. (Confession: I fall into that category) These are the folks that are hooked on entertainment, the cool factor, convenience and integration, and the beautiful design of Apple products. According to NPD, the number of moms who purchased iPhones grew 132 percent in the first quarter of 2011 over sales recorded during the same time last year.